Pattern Library — SEO Longform Content
To establish Macy’s as a gifting destination, the objective of this initiative was to boost the ranking in organic search results by creating long-form content containing relevant SEO keywords. In order to streamline the process, maintain visual consistency and support a scalable solution, our team conducted competitor research and evaluated the various approaches. After synthesizing the results and compiling a list of requirements, we developed a pattern library of modules that could accommodate a range of complexity, from a straight forward top 10 list to a microsite that contained multiple levels of hierarchy.
Competitor Research for gifting long-form SEO pages.
Case Study: SEO Longform Content
Stakeholders: Marketing & SEO
In order to boost Macy’s SEO relevancy for gifting, the Marketing & SEO Teams requested a pilot long-form SEO content page highlighting the Top 10 Birthday Gifts.
Research Methodology: After doing competitor research, we listed all the features and did a card-sorting exercise do determine minimum requirements. We approached the template design with a search term-focused lens to ensure that the requested amount of search terms and copy could be accommodated, while simultaneously keeping the content, product and imagery engaging and customer-friendly.
Solution: The Design Research Team recommended A/B Testing two versions: a highly-focused, Top Ten products template and a broader category-focused list with non-specific products within each section.